As someone who has built a career in SEO, I find it hard to put the words “dead” or “dying” and SEO in the same sentence.
However, here I am with one of those topics… I’m here to talk about what’s to come in SEO, as prophetic as it sounds, based on the context of the past and what we’re currently seeing.
Change is scary. In SEO, we’ve seen this before. However, the constant remains: searchers still need to find our organizations, brands and customers in search engines.
Over the years, we’ve seen direct responses, more prominent ads, and many other things decrease exposure and click-through rates for organic search results.
However, we have yet to see the worst-case scenario play out. The SEO industry has continued to adapt and grow stronger.
What does AI mean for SEO?
Yes, understand what it all means. Friends and colleagues have asked me several times over the past few weeks if SEO is relevant or will exist with the rise of AI.
My response to each has been that there is one constant that I don’t see going away.
Regardless of what search engines look like or what specific source a person uses to find or obtain information, brands and businesses will continue to want to be found by their audience.
That means whether it’s on Google, in an AI feed, or on your fridge, there’s a target audience and a connection looking for the brand.
The vehicle could be a chatbot, AI, connected device, voice assistant or responsive robot that is part of our family.
Personally, I am interested and excited about applications for my agency, businesses and as a consumer.
I’m sure we’ll see a lot of spam and junk in between the cool stuff and like anything new we’ll have to wait and see a bit.
What to do with AI
Embrace it and take advantage of it! My team and I are using it in our internal processes and testing it for a whole range of things within SEO, digital marketing, web development and more.
At a time when resources are getting tighter and teams need to be as creative as possible for clients, AI has been a boon.
The way things work now, content quality is still essential. As more AI content is developed, we will see more “good” content.
But I think it will market quickly. This means there is still room for “big” content and that big can win.
More to the point, if we use AI to create everything, so will everyone else. How much will it take to humanize it and make sure it’s on-brand and resonates with our audience?
While I’m not 100% transferring content strategy to AI, it can be a great research assistant, first draft writer, etc. (And no, there is no AI written in this article. This is all original human content.)
In short, try it, use it, and at least understand what it can and can’t do today and as each new version comes down. Don’t ignore it or bury your head in the sand.
What if people don’t Google?
Over time, perhaps Google’s search engine and results product will become less important as more consumers turn to AI sources for their information or that information is served to them.
A colleague and I were talking about this over the past few weeks, and I shared that even if Google isn’t the primary interface on mobile, desktop, or voice search, it’s still going to be a massive source of AI.
Another colleague, in a separate conversation, reiterated that Google has more information, so despite Bard’s initial disappointment, it could end up being the leader.
Regardless of what wins, the fact that consumers, businesses, and those looking for products, services, solutions, and answers will continue to be what we need to think about as SEOs.
If we are too focused on search engines and not enough on our target audiences, we are unfocused and disconnected. This has always been the case in SEO and will remain so no matter what.
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What should I be doing right now?
We should all continue to do what works today with an eye on the future. Stay strong with your technical, on-page and off-page SEO.
Understand SERP features and how they work for and against you. Have a solid, objective and measurable strategy. Invest in SEO for the long term and give it the resources it needs.
Plus, leverage AI for your organization, processes, and opportunities. Don’t fall behind.
But don’t lose sight of what’s also driving you toward your goals today. Don’t abandon ship with SEO.
Although in the future we might say it differently, it is not dying. It will continue to evolve and transform into what it needs to be.
People are searching and searching. Brands and organizations want to meet.
This fundamental principle does not change even if technology, ways and means can.
I’m in the trenches with you as my agency focuses on SEO, and we don’t shy away from it.
Stay strong, friends, and I look forward to continuing this journey with you into the next frontier of SEO.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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